Place Branding Strategies for Alvesta Municipality
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Place Branding Strategies for Alvesta Municipality Bachelor degree project in marketing 15 ECTS Spring term 2008 Course: FE3923 Group 3 Authors: Jungmin Choi 840929 Jesper Persson 841004 Examiner: Mosad Zineldin Abstract Title: Place Branding Strategies for Alvesta Municipality Date of Seminar: June 5th 2008 Course: FE3923 Bachelor Thesis in Marketing Program Authors: Jesper Persson, Jungmin Choi Tutor: Mosad Zineldin Examiner: Mosad Zineldin Keywords: Place branding, Place marketing, Gap analysis, Co-opetition, Thesis Purpose: The purpose of this study is to develop an increased knowledge of place branding, study the perception of inhabitants’ regarding Alvesta as a place and to explore an extended relationship between Alvesta and Växjö municipality. Methodology: The methodology of the study is conducted with qualitative and quantitative approach. There were two interviews in Alvesta and Växjö municipality office. A total number of 216 questionnaires were gathered in three urban areas in Alvesta municipality. Theoretical Framework: For this study place branding theory has been used as a guideline and SWOT, Gap analysis and Co-opetition theory were used to analyze Alvesta municipality as a place and its inhabitant’s perception. Empirical Finding: A total of 210 questionnaires were analyzed statistically through SPSS with functions such as cross tabulation, compare means, and scale reliability analysis. Also the results of two interviews with the Alvesta and Växjö municipality are written in this chapter regarding the theories used in this thesis. Analysis: The analysis chapter integrates the theory and the results of the empirical findings. Alvesta’s brand and service were evaluated based on SWOT and gap analysis. A co-opetition relationship was suggested between Växjö and Alvesta municipality in different issues such as branding, infrastructure and education. Conclusion: From this study we have attained insight that Alvesta municipality is in the initial stage in branding and there is a service gap in the inhabitants’ perception. Finally this study contributes how Alvesta municipality can create mutual value by cooperating and competing with Växjö municipality. 2 Table of Content 1. INTRODUCTION ............................................................................................................... 5 1.1 Background ....................................................................................................................................5 1.2 Problem discussion .........................................................................................................................6 1.3 Purpose ...........................................................................................................................................7 2. THEORY ............................................................................................................................... 8 2.1 Place as a brand ..............................................................................................................................8 2.2 SWOT Model .................................................................................................................................9 2.3 GAP Analysis ...............................................................................................................................11 2.4 Co-opetition ..................................................................................................................................15 2.4.1 Advantages of Co-opetition ...................................................................................................16 2.4.2 Disadvantages of Co-opetition ..............................................................................................17 3. METHOD ........................................................................................................................... 18 3.1 Qualitative and Quantitative Characteristics and Usage ..............................................................18 3.2 Data collection ..............................................................................................................................19 3.2.1 Primary Data .........................................................................................................................19 3.2.2 Secondary Data .....................................................................................................................21 3.3 Reliability .....................................................................................................................................21 3.4 Validity .........................................................................................................................................22 4. DELIMITATION ............................................................................................................... 23 5. EMPRICAL FINDINGS .................................................................................................... 24 5.1 Questionnaire answers ..................................................................................................................24 5.1.1Demographics of the respondents ..........................................................................................25 5.1.2 Questions 7-17 Service Gap ..................................................................................................26 5.1.3 Questions 21-23 Perception about Växjö municipality .........................................................29 5.1.4 Questions 24-25 Co-opetition with Växjö municipality ........................................................31 5.1.5 Question 26 ...........................................................................................................................32 5.2 Interview with Alvesta municipality ............................................................................................33 5.3 Interview with Växjö municipality ...............................................................................................38 3 6. ANALYSIS .......................................................................................................................... 41 6.1 SWOT Analysis of Alvesta municipality .....................................................................................41 6.2 Alvesta Service Gap Analysis ......................................................................................................42 6.3 Alvesta municipality as a brand ...................................................................................................45 6.4 Co- opetition with Växjö municipality ........................................................................................48 6.4.1 SWOT of Växjö municipality ...............................................................................................48 6.4.2 Cooperation and Competition with Växjö municipality .......................................................50 6.4.3 Implementation of Co-opetition Strategy ..............................................................................52 7. CONCLUSION ................................................................................................................... 55 7.1 Conclusion of the Study ...............................................................................................................55 7.2 Suggestion for Further Research ..................................................................................................56 8. REFERNECE LIST ........................................................................................................... 57 Appendix Appendix 1 Data collection from the questionnaire .......................................................................59 Appendix 2 Demographic case processing summary .....................................................................59 Appendix 3 Demographic Cross tabulation analysis......................................................................60 Appendix 4 Reliability Analysis – Scale (Alpha) ..........................................................................61 Appendix 5 Questionnaire ..............................................................................................................62 Figure Index Figure 1 Brand positioning ...............................................................................................................8 Figure 2 Conceptual Model of Service Quality .............................................................................12 Figure 3 The Expansive Växjö Network ........................................................................................39 Table Index Table 1 SWOT Model ....................................................................................................................10 Table 2 Q7-16 Case processing summary ......................................................................................26 Table 3 Q7-16 Compare means analysis ........................................................................................27 Table 4 Q7-16 Reliability analysis - Scale .....................................................................................28 Table 5 Q17 Overpromised service perception ..............................................................................29 Table 6 Q21 & 22 Moving possibility to Växjö & Reasons ..........................................................29 Table 7 Q23 Perception of Växjö municipality ..............................................................................30